Ela Siromascenko started to sell her handmade, vintage inspired dresses, skirts and blouses in 2012 under the name Elochka, with the opening of her first online store on Etsy. Although the initial plan was to sell ready-made clothing, custom orders became the core business shortly after the opening, and ready-made clothing remained a secondary activity. Due to the success of some of the designs in her shop, 50s inspired wedding, prom, and bridesmaid dresses, became her focus and subsequent collections were developed in this direction.
All items of clothing are handmade, one at a time, in the atelier, using carefully selected, high quality fabrics and trims, mainly sourced in Milan, although, for custom orders with specific requests, the search for the right fabric can be extended to the rest of Italy, Europe and the whole wide world until she finds the right color, texture or print to create the perfect dress exactly like the client dreamed of it.
The decision to extend and enhance the online presence of the brand by creating an independent website and e-shop brought with it another important change, and so March 2015 marks the renaming of the brand. Elochka becomes Ela Siromascenko and the new website becomes www.elasiromascenko.com.
At the end of 2015 Ela opens her new bridal atelier in Milan, at 81, Via Piero della Francesca, where she receives clients from all over Italy and from abroad. With the opening of the atelier, the brand expands the custom bridal line. Wedding dresses can be chosen from the designs available in each collection, which are also personalizable, or they can be designed from scratch to reflect the wishes of every bride, while always maintaining that characteristic vintage vibe that Ela loves to put into her creations.
By September 2016, over 500 dresses, skirts, and tops departed from her studio to reach clients from all over the world, from the US to the UK, from Australia to Canada, but also in Italy, France, Romania, The Netherlands, Sweden, Germany, Switzerland, Spain, Finland, Singapore, Hong Kong, Japan and Slovakia.
Ela’s story (with a focus on how she reinvented herself and started a business from scratch in a difficult economic situation) has captured the attention of the Italian media, which resulted in numerous TV appearances, articles and interviews in newspapers and blogs.
Plans for the near future include developing wider collections, extending the bridal line, hiring dressmaking help and moving to a larger studio. However, the brand aims to remain handmade, with each garment carefully sewn one at a time, and an Ela Siromascenko dress will never be made in a factory.